The truth is that nowadays the biggest luxury is simply doing what you want, with no money and above all spare time restrictions, free to live and dream.

We have been persisting for years in thinking that:

excellent product + high price = luxury brand

* the truth is that if you buy a 20thousands € Rolex, you will realize that it's less right than a good Swatch.

* The truth is that a Nokia Vertu, although it's an excellent phone and although it costs five times more than a usual mobile, it has never been considered a "luxury"

* The truth is that many of us (that's for sure) would swap a very regular wine with a Chateau Lafite-Rothschild if only they paid 1000€ for a bottle alike.

http://www.youtube.com/watch?v=7_XAMm_TBJk

Which is the trick that makes a brand turn into a luxury one?

Clear and certified identity: a bmw is a bmw in all its parts, it's conceived and realised in relation to the "driving pleasure", each component, each strategic choice, each sales and marketing activity is an inescapable deal with this mission. It's not simply a good car with a price considerably higher than average, it's something more genuine, an identity showing the car creators' "cult" for their own brand values.

Power to make dream: for a boat, besides metres, valuable materials and price what it's worth is its power to make people dream and, although for many people the same boat can be a dream, a luxury shipyard must create much more than an excellent and expensive product, it must make its customers live a unique experience, that's why, in my opinion, who sells Yachts must develop first of all the post-sales and the customer management during the product life cycle, the rest is simply necessary!

Strategic creativity: although designers and creatives are the luxury brand soul, the secret is finding the right trade-off between who would follow thousand paths more and who would stay the same in the name of his own values, forgetting demands and market trends.

Simone Lovati
Marketing consultant, Partner, ADVBOUCLE Strategic Minds

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